Development of a creative business development methodology. Application of a concrete case : creative development of ORS (Barrier, Procedure Trays) for next five years

Abstract

Background: Mölnlycke Health Care is a global player in the medical industry with its flagship product, Procedure Pack. However, on its Benelux market, the prospects for developing its flagship product do not allow it to cope with the significant changes in the hospital landscape. Also, the specialization of its product by laparoscopic components exposes it further to niche competition. These two observations make it difficult for the product to be profitable. Method: This work aims to diversify traditional business development by generating creative or innovative ideas. Although Brainstorming is one of the best-known tools in the business world, it has often been trivialized. It was necessary to reframe its use to verify its real contribution and usefulness within a workgroup. It was also necessary to deepen its approach to transform the ideas generated into concrete projects. These projects were then sorted according to a decision funnel created from different analysis matrices. Some of our matrices (Plop test & Multi-criteria-based analysis grid) were created to allow the author to choose their business development research direction. Finally, this work closes the process by strategic analysis to verify the implementation of the project within the company. Results: From the five projects constructed in the group, it appears that the Diversification Strategy for the Veterinary Medicine project seems to be well above the others. Other tracks were also retained, although less creative. Conclusion: Based on our reexamination, it could further reconsider the contribution of Brainstorming, which has perhaps become a victim of its success and is frequently misused. The digitalization and decentralization of the workplace will undoubtedly allow for other uses and adaptations. Also, it seems that local business development thinking, after being confirmed as "inter-local," can be identified as relevant to the Global, and thus, reverse the usual flow of Business Development.